Is context the new king?

‘Content is king’, the old saying goes. But is it time to start thinking more about context?

In a world where banner advertisements are ignored and generic emails go straight to the junk folder, moving beyond a ‘one size fits all’ approach is a prerequisite of success.

But, as Michael Seifert, CEO of customer experience expert Sitecore, says: “How do you create a meaningful experience when different customers or prospects definite ‘meaning’ in as many ways as there are individuals? The answer lies in context.”

For Seifert context — delivering the right content experience to the right person, in the right place, and at the right time based on the sum total of that person’s past brand interactions and current needs — is the next evolutionary era of marketing. He says: “Context marketing empowers marketers to know every customer, shape every experience, in real time and at scale.”

In “Welcome to the Era of Content Marketing” Seifert explores context marketing in depth, looking at how context will change marketing for the better and which three key technologies drive success.

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